Discussion of An Experimental Examination of Alternative Forms of Web Assurance for Business-to-Consumer e-Commerce.

The article presents comments on E. Mauldin and V. Arunachalam's paper titled "An Experimental Examination of Alternative Forms of Web Assurance for Business-to-Consumer e-Commerce," which appeared in volume 16 of the "Journal of Information Systems." The author observes that the paper clearly suggests that we need to develop better models, clearly define constructs and examine the topics, targets, and forms of assurance that we provide. The results of the paper support the findings of other research that Web assurance seems to make little difference to individual consumers.